Digital marketing for business has made a huge impact in their success online. Utilizing its full benefits, together with excellent SEO and social media marketing and advertising campaigns attract lots of traffic and potential customers to business websites. Conversion rate optimization is the key!

In this article I’ll share with you our complete process for not only building effective landing pages, but also scaling suites of landing pages to grow your lead volume exponentially.

The Landing Page Scaling Process

High level, here’s how we scale landing page campaigns:

There’s a lot here, so let’s unpack this in more detail and look at some examples…

Step 1: Conceptualise – Build Your Seed Landing Page

You have to start somewhere. Going from “no dedicated landing page” to “dedicated landing page” will usually pop results right out of the gate.

Here’s one client who was driving traffic to their home page. When they switched to landing pages, this is what happened to their conversion rates:

Yup, that’s an 11X increase.

Results such as these aren’t typical. In fact they’re very far from typical. But it’s not at all unusual for a good landing page to at least double results.

Put that in context: you could be making twice the return you’re now making from paid advertising (AdWords, Facebook Advertising, LinkedIn Advertising etc.) if you only had good landing pages in place.

OK, so how do you build that first page? We follow the high level process and thinking outlined in the Ideal Landing Page Template:

Use clear, legible fonts – a page that doesn’t get read, doesn’t get responded to

Here’s a screenshot from the “above the fold” section of a landing page for Health and Hearing, a Brisbane-based Audiologist:

And let’s run this through our three questions:

Where am I?

I’m at the website of a Brisbane-based Audiologist who offers unrushed hearing consultations and the latest invisible hearing aids.

What can I do here?

Book a free hearing consultation or phone for information and advice.

Why should I do it?

“Accredited and truly independent”, “Free unrushed hearing consultations”, “Latest invisible hearing aids”, “Regain clear, confident hearing and fullness of life”. Plus there are several proof elements; hero shot of the owner, Australian Government accreditation, health fund accreditation and five local clinics.

You get the idea – all of these things can be done using landing page design and copywriting best practices alone. (Click the link to find 17 more very strong landing page examples.)

And once you’ve built your “seed page”, you’re on the dancefloor.

The next step is…

Step 2: Versionalise – Break Your Landing Page Into “Themes”

After building a killer seed landing page, we usually then “versionalise” the landing page into multiple themed versions.

Note that I am NOT talking about “split testing” (yet).

What I’m talking about is taking your seed landing page and customising it for different types of inbound traffic, based on heuristic (i.e. experienced-based) methods.

We know that one of the best ways to QUICKLY increase conversion rates is to match the intent of an ad very closely to the landing page.

So what we do next is to create multiple versions of the seed landing page with some copy tweaks that do exactly that.
For example, in the case of Health and Hearing…

If the user searches for “Hearing Aids”, they’ll go to this page:

Whereas if they search for “Hearing Test”, they’ll go to this page:

If they search for “Hearing Loss”, they’ll land on this page:

And so on…

This strategy is very effective for driving up conversion rates across the board.

Once you’ve covered most of the obvious keyword themes, the next step is…

Step 3: Optimise – A/B Test Highest Traffic Pages

Recall that in Step 1, we built your seed landing page based on best practices.

Best practices are useful. They’ll typically leapfrog you up to an initial level of at least “competence”.

But there is no substitute for actually testing in the marketplace.

And that’s where A/B testing comes in. (I’ve limited this discussion to A/B testing as opposed multivariate testing, because relatively few websites have anywhere near enough traffic to test multiple variables with statistical significance. If you don’t have 50,000 visits a month, forget about multivariate testing).

The aim of A/B testing is to move the conversion needle and ratchet up your lead volume.

In practice, we’ll usually take the highest volume landing pages and try to test something that may be able to scale to other landing pages if it works.

Here’s an example A/B split test based on the landing page example above:

The CONTROL:

The VARIATION:

This is intended to be a straight A/B test aimed at bumping conversion rate.

It’s not a “single variable” test, where we change one thing to quantify the effect of that one change.

Instead, we’re testing “one splash against the other”.

A few of the changes are:

Changing the headline to a more natural “Free Hearing Tests In Brisbane”.

Starting the copy with a flag-down that speaks to BOTH the potential patient AND their “significant other” who may be enquiring on their behalf.

Changing the typography to “Sentence case” instead of “Title Case” in order to come across a bit less shouty

Mention that getting a hearing test is the first step toward being able to hear again (and the benefits of that). After all, the goal is to sell an eventual solution, not just to give away free hearing tests all day. So we may as well “prime” the ideal prospect for this outcome.

Invite the prospect to feel free to “Call for info and advice” – adding value to the phone call and potentially using the phone call as a “bridge” between the landing page and the consultation.

I should also note that we’re measuring TWO outcomes here – consultation form submissions AND phone calls (tracked via a special tracking phone number).

Social Media Links

Digital marketing for business has made a huge impact in their success online. Utilizing its full benefits, together with excellent SEO and social media marketing and advertising campaigns attract lots of traffic and potential customers to business websites. Conversion rate optimization is the key!